Carnegie Mellon University
Browse
Too Much of a Good Thing: Insensitivity to Rate of Consumption Le.pdf.pdf' (191.48 kB)

Too Much of a Good Thing: Insensitivity to Rate of Consumption Leads to Unforeseen Satiation

Download (191.48 kB)
journal contribution
posted on 1987-01-01, 00:00 authored by Jeffrey GalakJeffrey Galak, Justin Kruger, George LoewensteinGeorge Loewenstein

Consumers are often able to choose how often to consume the things they enjoy. The research presented here suggests that consumers tend to consume too rapidly, growing tired of initially well-liked stimuli such as a favorite snack (Experiments 1 and 4) or an enjoyable video game (Experiments 2 and 3) more quickly than they would if they slowed consumption. The results also suggest that this because of an underestimation of the extent to which breaks reset adaptation. The results present a paradox: Participants who chose their own rate of consumption enjoyed the stimulus less than participants who had a slower rate of consumption chosen for them.

History

Date

1987-01-01

Usage metrics

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC